Reliance makes splash on Canadian TV with launch of Big Magic International

October 23, 2012 - All News

Staff Report
Reliance Broadcast Network Ltd, one of India’s youngest multi-media companies with a bouquet of seven television channels, has expanded into Canada with the launch of Big Magic International.
The move marks the company’s entry into the potential-rich international market and seeks to build on its young Big Magic brand, which has already been well accepted in India.
The channel has partnered with Ethnic Channels Group, a Canada-based television broadcasting, distribution and communications company, specializing in multicultural television channels for the North American market.
The new channel has been tailored to the entertainment preferences of the sizeable South Asian diaspora in Canada. It also seeks to capitalize on a sizeable niche for the audience that isn’t currently being catered to in this market.
“We are happy to reach out to the Canadian market with Big Magic International, which has been designed to fulfill the gaps in the infotainment genre for South Asian audiences,” said Tarun Katial, CEO, Reliance Broadcast Network Ltd.
“The channel will bring an increasing variety of fresh and relevant programming to the viewers which will include not just entertainment but also daily business updates from India,” Katial said.
The Big Magic International channel will be available to the 1.3 million strong South Asian population in Canada across all major platforms — Rogers Cable, Bell DTH and Bell Fibe. It initially seeks to reach a relevant audience base of 0.2 million across these platforms, with its revenue model based on subscriptions and ad-sales.
A core USP will be three fresh, 30-minute updates each day with the latest news from the Indian capital markets, coming from the highly credible Bloomberg UTV – India. The channel will also feature a special weekend feature show created around the Indian business world and investments in India.
Programming mix
The programming will include a mix of daily sitcoms, shows on varied genres ranging from socio-mytho and dramas to crime. Some of the key shows drawn from Big Magic India include Hum Hai Bajrangee, Police Files, Nadaaniyaan and Hasya Panchayat and reality shows like Big Bal Kalakaar and Big Memsaab.
With religion holding a very special place for Indians abroad, the channel will provide viewers direct access into the sanctum of religious shrines across religions.
It will also draw from Reliance Broadcast Network’s intellectual property vertical’s televised award shows providing high entertainment doses from across India, such as India’s Sexiest Bachelor, India’s Glam Diva, I Love Style, Big Hindustan Rising Star Awards, Big Hindustani Music Awards, Big Bangla Music Awards, etc, apart from stand-up comedies, cultural quiz shows and other programming, designed to appeal across all age groups.
Big Magic International will be available to Rogers Digital Cable customers on Channel 840 and to Bell subscribers on Channel 726.
Added Katial: “The launch of Big Magic International opens new and exciting opportunities for the execution of our expansion and growth strategy. With this move, we are optimizing the use of our robust and extensive content library to reach out to both viewers and marketers in the market.”
Said Slava Levin, co-founder and CEO of Ethnic Channels Group: “With our continued expansion into new genres, Big Magic International is a welcome addition to the ECG family.”
Commented Hari Srinivas, President of Ethnic Channels Group: “We are happy to partner with Reliance Broadcast Network to launch Big Magic International, which is a first of its kind variety entertainment channel… will cut across clutter and appeal to the larger South Asian diaspora in Canada.”
For further details on Big Magic International visit